PPC Blog: Ad Formats

8 Tips for More Effective Video Ads

Video advertising continues to grow in popularity. And indicators are that it still hasn’t reached saturation point.

According to some studies, 87% of businesses use video as a marketing tool – up from 81% in 2018!

But still, some advertisers hesitate. They worry about investing in video ads and then not getting the results they want.

They have a right to worry. It’s entirely possible to create a “bad” video ad (i.e., an ad that fails to support your marketing objectives). So you need to do your homework.

While every business is different, there are some rules of thumb you can use to make your video ads better. Here are some of them:

video ads

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5 Video Ad Marketing Goals & How to Achieve Them

When businesses are new to video advertising, they often have a lot of questions.

And one of the most common questions they ask is how they can achieve their video ad marketing goals.

How can they use video advertising to build brand awareness? Reach a certain demographic? Target customers of their main competitors?

Or maybe they just want to know how to get started.

As you might expect, the answers to these questions will vary.

This article will focus on five different goals you might have for your video advertising – and how you can achieve them.

Video ad marketing goals

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Answers to Your Top Video Ad Questions

If you’ve ever watched videos on YouTube, you’ve most likely seen a video ad.

But for many advertisers, even seasoned ones, video ads can seem like a foreign country.

Therefore, when businesses ask us about video advertising — or if we suggest it to them — they often have lots of questions.

I will use this post to answer some of them.

YouTube video ad questions

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4 Key GDN Settings to Check for Smarter Ad Spend

One of the most common complaints I hear about the Google Display Network (GDN) is that it’s a money hog.

And that can be true at times!

But then, the same can be said of any other ad network — if not approached carefully.

So there’s no need to avoid the GDN out of an abundance of caution.

But you should keep on top of account settings that can rack up your budget spend if you aren’t careful.

Which settings do you need to pay careful attention to?

In this article, I’ll highlight four settings that you should keep a close eye on to keep your GDN ad spend in check.

4 GDN settings for smarter ad spend

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How You Can Put Google’s Additional Text Ad Headline to Work

At its Marketing Live event in July, Google announced two significant changes to expanded text ads. Specifically, the new expanded text ads will:

1. Show up to two 90-character descriptions (up from one 80-character description).

2. Show up to three headlines (up from two).

Here’s what a newly expanded text ad might look like:

Expanded text ad example

Both of these changes are exciting, but I’m especially pumped about the second one!

Google's additional text ad headline

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Make It a Double! With Two Lines of AdWords Structured Snippets

When you’re knee deep in paid search advertising, you get pretty familiar with the many different ad types and variations out there. But occasionally, something will pop up that surprises me or (more often) reminds me of a particular ad “flavor” that I had forgotten about.

This happened to me recently when I was doing some work for a client and up popped a competitor ad with a double structured snippet.

structured snippet flavors

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3 Underutilized Ad Extensions You Should Revisit

Most of us are familiar with commonly used AdWords extensions, such as sitelinks, call extensions and callouts. We know how they work and where they work best.

And because we’re familiar with them, we tend to go back to them again and again. Which is fine! If they’re working for your business, why stop?

However, there may be other extensions in AdWords that might also be useful. Extensions that you may not be aware of. Or that you’re aware of but haven’t considered. Or that you’ve considered but have written off.

ad extensions

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FAQs About the GDN’s Responsive Ads

If you’ve been keeping up with the Google Display Network (GDN), then you’ve undoubtedly encountered AdWord’s new responsive ads.

As with any major AdWords change, our clients have had lots of questions about the new ad offering. And there seems to be a lot of confusion about the details.

Therefore, I’ll use this post to address some of the most common questions we’ve been asked.

responsive ad FAQs

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How to Use Expanded PPC Text Ads to Qualify Your B2B Clicks

When Google rolled out AdWords expanded PPC text ads, we immediately recognized the importance of using the expanded ad space strategically.

And one strategy you might consider is using the extra space to qualify your B2B clicks.

Now you might argue that you’re already qualifying your B2B clicks via your choice of keyword—and that’s true. However, most often, keywords alone aren’t enough. You’ll still end up with lots of clicks that don’t convert.

Fortunately, the additional space of expanded text ads gives you the room to get more specific on whom you’re targeting.

Qualify B2B Clicks

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How to Make Your Search Ads Stand Out From the Crowd

Even a cursory examination of search ads reveals the obvious: aside from the occasional outlier, most search ads look pretty much the same.

But why is that?

Sure, marketers have to abide by ad structure and text limits as set by AdWords and other advertising services. But that still leaves lots of room for eye-catching strategic messaging.

The secret to taking search ads out of the “this is how we’ve always done it” box is to do some research BEFORE your marketing team puts pen to paper (or, in this case, fingers to keyboard).

In her recent column in Search Engine Land, Pauline Jakober describes how understanding business needs and audience desires can help marketers create stand-out-from-the-crowd search ads.

search ads

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